When I was 7, or rather when I was one of the ages in an approximate three-year span that I refer to lazily as 7, I wrote a poem. I should make it clear at this point that said poem will not feature in this blog. It is lost to the hands of time. And it didn’t rhyme. That’s always been a problem of mine which, while hard to define, still plays on my mind. It was called A Recipe for Winter. Seen by many of my classmates as the pre-cursor and chief inspiration for A Game of Thrones, which was coincidentally* also written in 1996, my poem was more of a literal recipe. Essentially an exhaustive list of all of the things that I could think of that were associated with winter. However rather than simply transcribe this list, I chose to write it in the style of a recipe. “Toss in an unused ice cream van” was one obscure highlight that I remember. By stirring scarves, whipping wellies and mashing mittens I created a work that was, as one teacher fondly remembers it, “an exercise in the use of verbs and adjectives at a Key Stage Two level.” And since then I have been hooked on poetry.
Recently at Groundbreak, we’ve been working on a commercial with a poetry based script. Writing the script for this video is some of the best fun we’ve had working on a production. However, it was also challenging. How do you write a poem, something so fluid and nebulous, yet ensure that the video serves its marketing purpose and delivers your client’s brand messages? With our final script signed off and well into pre-production we’ll soon be able to show you how we did it. Until then here is a list of some uses of poetry within video advertising and marketing that we particularly admire.
Nationwide’s brilliant campaigns have championed diversity while supporting artists by collaborating with poets from across the country to create commercials filled with charm that are beautifully shot and leave a lasting personal impression. My personal favourite is this piece written and performed by Croydon based SugarJ.
While Nationwide commissioned bespoke poetry for their Voices campaign Director Daniel Barber paired Dylan Thomas’ Do not go gentle into that good night (1951) to allegorise breaking free from the humdrum of the rat race by driving a Ford Mustang.
This ad from Giff Gaff is performance poetry at its purest; One performer delivering poetry to camera in one take. It has a live and intimate feel and delivers a message that feels homely and honest. The stunning mise en scene adds a dreamy and cinematic quality that draws you in and romances you. It’s not A Recipe For Winter but it’s a bloody good effort.
As we look forward to Thursday’s Prolific North Awards the GROUNDBREAK team has been reflecting on one of our two nominated films, and the project as a whole. As a video production agency, we are judged on the quality that we produce so we love to receive award nominations for our work. This particular TV commercial has already won ‘Video of The Year’ at the European Office Products Awards (EOPA).
Working with Global Brands
We aim to work with the biggest and best brands, so when we had the opportunity to work with Brother, we knew our skills would be put to the test. There’s hardly a bigger name when it comes to office supplies, and the printing technology itself was so mind-blowing, we realised that the commercial we were about to create could push the boundaries.
The Brother printer’s inkless technology is truly mind-boggling. The paper is actually embedded with millions of microscopic crystals that react to temperature. We therefore decided to create beautiful, colourful VFX crystals and to immerse the viewer into the journey of these microscopic ‘crystal kingdoms’ and the applications it can be used within an office environment.
See the video below and decide for yourself – will we be taking home another ‘video of the year’ gong, the ‘Broadcast – Commercial/Advertising’ award… or both?! In a week where a certain Manchester-based football team won two titles in quick succession, it might be a good omen!
You can see the full 2019 Prolific North awards shortlist here. Keep an eye out for more updates nearer the time. We’ll be posting photos from the event on our Instagram stories
The winner of ‘Video of the Year’ was our video project with Brother International Europe, showcasing the VC-500W full-colour compact label printer with ZINK Zero Ink Technology.
Award Winning Video Production
This commercial shows the power of Brother’s printing technology, a concept that was formed and then brought to life by GROUNDBREAK with stunning results. Click on the thumbnail to view the video below:
The judges of the awards ceremony commented,
“As video content becomes increasingly vital, companies that produce interesting, creative and informative videos to showcase their products, services or company while engaging the customer are reaping the rewards. Judges will be looking at how the video captures the viewers’ attention, brings the subject to life and conveys a message.”
This commercial was also nominated for the Best Content Creation category, at last year’s MPA Inspiration Awards in Manchester so now it’s great to have an ‘award-winning video’ title to add to that!
Professional Video Production
Would your business benefit from high-quality video content? Have a look at our video showreel and portfolios of commercials, visual effects (VFX), animations, and corporate videos. If you have any questions regarding video production, contact us and we’ll get back to you!
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